Narrative Social Influence: Narrative Communication as an Effective Means of Public Health Campaign

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Mass media has been used for public health campaigns with varying degrees of success. This project aims to improve their effectiveness in modifying public attitudes and behaviour to reduce the risk of life style diseases such as cancer, stroke, and heart disease. In particular, the project investigates the effectiveness of narrative as a means of social influence by examining whether it can effectively communicate an appropriate health promoting behaviour to the public, while encouraging people to disseminate the message to others interpersonally, so that not only mass media but also the community itself acts as an agent of social influence.